About the Brand: Pacari Chocolate is a family-owned company, dedicated to making the highest quality organic chocolate from Ecuador. They work with cacao growers and create a fine chocolate with the best flavor and texture possible. Preserving the native Arriba Nacional cacao, Pacari Chocolate was developed and is the first single-origin organic chocolate made entirely in Ecuador.

The Challenge: The challenge was to redesign the identy for the PACARI line of chocolates ”RAW’’. The original package compared to its competition didn’t stand out, the design didn’t bring one of the most important things of the chocolate, its origin. So to show why Pacari has one of the best chocolates in the worl the stratagy was to use artwork that captured the nature and the history of the brand, being a high quality organic premium line of dark chocolates, conveing the heritage of its cacao in its packaging, tracing back to Ecuador. With this new redesign I wanted to show with its package what the brand represents and its background, with the objective of creating a brand recognition in the Canada market.

Target: Pacari’s tarket market is females and males, working people or students from 20 to 40, single or couples, with no kids, with bachalor degree or higher, middle or upclass. They live in a healthier way, likes to read the nutrition values of the product, shops in organics and especialized stores, does some kind of exercise and of course rather have some dark chocolate. They are the Dark Eaters.
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The Colors: Yellow, blue and red. The color are inspired by the Ecuadoria flag. The Illustrations: Inspired by the farmers who work close with Pacari and by the old civilizations that lived in Ecuado, the illustration have a organic feel to it and they all fit together when the three packages are combined.

Pacari Has a Message for You: The chocolate package is made to look like an envelope. It comes with a message, all the way from Ecuador to the Canadian market. We invite people to taste what makes Ecuador especial, showing them why Pacari has one of the best chocolates in the worldd